Allenson & Shannon

by

Proximity

The close proximity of the image and company name gives a sense that the objects are a group

Similarity

The use of orange in both the company name and imagery assists in providing a sense of unity between the objects.

Common fate

The lines in the image direct the eye from left to right, which is the same direction the viewer should read the company name.  The line in the ‘O’ shares a similar direction to the tail of the whale image.

 Continuation

The three lines of content create a sense of structure and grouping within the logo, directing the viewer’s eye from top to bottom, left to right.

Closure

While the whale image is relatively detail free, the viewer fills in the missing information through their memory of how a whale truly looks in nature.

 Figure/ Ground

The whale acts as the figure, while the company information supports it as the ground.

Proximity

The combination and proximity of the woman and the stylised background gives a sense of a late 70’s early 80’s era.

Similarity

Although the background is comprised of different colours, as it is made up of similar shapes it is perceived as a group.

Common fate

The contour and line detail in the woman’s skin directs the viewer’s eye towards her face.  The use of red for the mouth provides a focus to the line direction.

 Continuation

The continuous circles in the background give a sense of grouping to the image.

Closure

Although the torso and hair are negative space, and the viewer fills this information in with the observation of the surrounding objects. i.e. the woman’s face and the background.  In addition to this, although only part of the background is visible, the viewer fills in the rest with the observation of the visible pattern.

Figure/ Ground

The figure is perceived as the woman as it holds the most detail.  The background (ground) uses repetition to differentiate from the figure.

Proximity

The proximity of the individual strands of hair gives a sense of grouping.

Similarity

Although each strand of hair is a unique shade, the similarity of the line work assists in the grouping of the image.

Common fate

Although we got the sense that the face should be the focus, the line work used for the hair actually directs the eye to the outer of the page.

Continuation

The line that creates the face, eventually leads into the hair.  This gives a sense of belonging to the objects.

Closure

The object doesn’t include shoulders, arms and a torso.  The viewer fills in these blanks by observing the other parts of the image.

Figure/ Ground

The surrounding white space provides a dramatic focus and strength to the figure.

Category : Uncategorized